The high street is obsolete and the digital marketplace is crowded. With 3,000 marketing messages bombarding consumers every day, how can fashion retailers still get noticed?
Trust is a key factor amongst millennials and Gen Z audiences. They trust other people as opposed to communications deriving from the brands themselves.
Brands should put a focus on building relationships with their audiences, as this will prove critical in maintaining attitudinal & behavioural loyalty, as well as providing a way to keep customers on your side when there are many competitors around.
Personalised content is a great way to entice engagement amongst your audience, and acts as a way for them to become an active player in your communication strategy - rather than a passive one. User-generated content is great for creating this engagement and spreading the word more about your brand.
Long-term approaches are fundamentally better than one-off campaigns. They provide more data and time to work with, and keeping your brand top-of-mind is key to getting the most success.
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